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Unbranding – Avoiding catastrophic endorsements?

http://boingboing.net/2010/08/25/new-marketing-trend.html

This has probably been going on for decades, but I guess nobody coined a term for it until now.

It sure makes sense though. There are some products/brands that I avoid like the plague, specifically because they are used/endorsed/associated with certain, how shall we say, well-known individuals. Smart brands would distance themselves from these train wrecks long before there was any kind of link to them.

Ahem, Hilton hotels, I’m looking at you.

by Jonathan Barrick

A professional marketer with a passion for all things digital. Experienced in both B2B & B2C, my approach in developing marketing strategies has always been focused on providing the best possible experience for the end-user. I firmly believe that in order to build a strong brand you need to commit to people, first and foremost. Whether employees, customers, partners, or suppliers, it’s the people connected to your brand that truly make it thrive. I believe marketing should be purpose-driven, and that marketing is at its most powerful when it delivers true value and real utility.